First you need to interrupt your prospects
There is one big difference between website marketing and all marketing mediums including newspaper, Yellow Pages, TV, radio, and direct mail. The absolutely most important part of their marketing strategy is the “interrupt.” That’s why you see field goal kicking Clydesdales, talking geckos, ticked off cavemen, talking babies, as well as a million other ways advertisers are trying to get your attention. They know they have about a nano-second to get your attention during a commercial break or while you’re reading the daily newspaper. They’re trying to hook you!
Websites are different. Visitors don’t have to be interrupted from watching TV or reading the newspaper. They have actually chosen to click on your site and view your marketing, i.e. your website. So the interrupt part of the equation isn’t quite as important…
The world’s largest companies, with their multi-million dollar advertising budgets don’t use crazy interrupt strategies on their home pages. Of course they do include a picture of a Gecko, or maybe a duck…but that’s just to breed familiarity into the site, knowing you’ve seen their ads hundreds of times on television.
But that doesn’t mean you don’t need to interrupt your visitors. You just have to interrupt them in a different manner. You have to create headings, headlines, and sub-headlines throughout your site that hit your visitor’s hot-buttons. Remember, people don’t initially read your entire site or landing page, they scan for items that get their attention – basically that hit their hot-buttons.
How to identify you visitor’s hot-buttons
Once a visitor reaches your website, they begin to search for information that they believe will answer their question or solve their problem – these are their hot-buttons. How do you identify your prospect’s hot-buttons? By first identifying their problems, frustrations and annoyances and then addressing them in your marketing.
Find out where their pain is, identify that pain, and then describe situations and scenarios that illustrate that pain. Put that information in your headlines and sub-headlines and watch your click through rates and conversion ratios skyrocket.
Including hot-buttons in your content will make your website stand out … and it will build trust. Far too many websites, and about 98% of all marketing, are missing the hot-button strategy. Companies are more worried about being creative, funny and different, than they are in the needs of their prospects. Each industry has it’s specific hot-buttons, and yes, it’s a little bit of an art form being able to dig deep and find them…and then another set of skills to take those hot-buttons and create headlines. But as a business owner, if you first accept the fact that your site is missing this information, you’ll be far ahead of most of your competition.
And let’s be clear here: the term “hot-buttons” is not some new age term that marketing companies are using to drum up business. It is just an easy to understand term we use to describe how to identify what is most important to your prospects. So instead of trying to persuade your visitors that you’re the best choice, you’re spending your time educating them on how to makes the best decision possible…for themselves – AND THAT BUILDS TRUST!